British designer Stella McCartney has launched a new Breast Cancer Awareness campaign with a beautiful video narrated by actor Idris Elba.
The Stella McCartney Cares Foundation is dedicated to prevention, early detection and treatment of breast cancer - a disease close to McCartney's heart, as her mother died of breast cancer in 1998.
The video to launch the foundation is a short film entitled 'All is Love', and features a cast of women sharing their mastectomy scars, in beautiful settings and clothing, surrounded by loved ones. The film attempts to "challenge the taboo surrounding men talking about breasts openly with their partners, also serving as a reminder that breast cancer effects both men and women and the experience extends to their loved ones." Idris Elba narrates the video with a powerful poem by spoken word artist Kai Isaiah Jamal.
As part of the Stella McCartney Cares initiative, the designer will make 1000 'Louise Listening' post-double mastectomy bras available to women who need them free of charge. Those interested can request a Louise Listening bra at stellamccartneycares.org
Speaking about the launch of the Foundation, Stella McCartney said: “In so many cultures, there’s so much stigma attached to breast cancer and I think through this campaign that I’ve really found out that the community is so critical and it’s so important.”
You can watch the short film 'All is Love' here:
To celebrate the launch of https://t.co/0PVZWBSVo5, @idriselba features in our new Breast Cancer Awareness campaign film “All is Love”. A cast of women reveal their mastectomy scars in beautiful, natural scenes, lensed by Ana Sting and directed by Mollie Mills. pic.twitter.com/KJMqTFOiQl
— Stella McCartney (@StellaMcCartney) October 15, 2018